Toys “R” Us relaunches online with Target

Toysrus.com will be filled with reviews and content, redirecting shoppers to Target's website for purchase.

Just in time for the holiday shopping season, Toys “R” Us is relaunching its website.

Now powered by Target’s digital retail platform, the new ToysRUs.com features videos and articles on toy trends, product reviews and brand experiences. Consumers browsing the website in the US will be redirected to Target.com to make online purchases.

Target will also power online sales for TRU’s upcoming experiential retail stores in Texas and New Jersey, which are set to open in time for the holidays. All purchases powered by Target.com will benefit from the retailer’s online offerings, including free two-day shipping, same-day curbside or store order pickup, and same-day delivery with Shipt.

Toys “R” Us filed for bankruptcy protection in 2017 and shuttered its US operations last year. Then, in February, TRU returned as a new company with new leadership. In addition to its upcoming stores in Texas and New Jersey, Toys “R” Us also announced a partnership with candy-themed adventure company Candytopia to create an immersive pop-up experience.